As it slithers into US cinemas, it's worth reflecting again on just how influential the social media space has been in creating this monster - even from as far back as Sept 2000. The blogosphere buzz has pretty much forced the studio's hand into keeping the title and even some last minute script changes have been made in order to keep in tune with some of the blogger bloodlust.

It's another (see also here) really interesting example of how social media is starting to help define it's own passive viewing.

See here and here for more.